A Dance School During the Corona Lockdown
For most, a fiasco — if not the deathblow. But Andy and Kelly Kainz had already begun a digitalization process before the pandemic, back in spring 2019 — an approach that proved itself as a path through the crisis. Help came from Nordsteg.
The starting situation:
**"**It was clear to us that we also had to position ourselves digitally as a dance school.
Where the journey was supposed to lead, we also knew: Toward subscription service and various online products for dancers."
Everything started then with a wedding dance for couples", Andy Kainz looks back to 2019.
Nordsteg came on board through a recommendation, because at that time the dance school's website was being completely overhauled. "But we wanted to go deeper into online marketing and were looking for the right partner.
What role Nordsteg was supposed to play exactly wasn't entirely clear at the start."
The implementation:
Free Website Analysis
Is your website losing customers?
Our AI reviews your website and delivers a professional analysis report - free, as a PDF by email.
What you get:
Ultimately, the Customer Journey marked the starting point of the collaboration. "Even in the first meetings, we learned an insane amount, because Nordsteg suddenly confronted us with questions we had never asked ourselves and that opened up a new perspective for us.
But exactly these things and the precision with which they were worked on still have an effect today.
We keep asking ourselves: Which additional arguments do we have to deliver to potential customers so they buy our products?", Andy Kainz emphasizes.
For social media channels alone, a pool of ideas was created that the dance school still benefits from today. As it does from the valuable tips that Nordsteg provided, for example regarding the redesign of various landing pages and the blog.
The previous social media advertising campaigns also ran very successfully.
The free content for beginners and advanced learners has also proven itself. Through the website they receive free access to the dance school's online video platform as well as the newsletter from the four-time ORF Dancing Stars winners.
"From here, we can support the customers excellently. Ultimately, we generate an insane number of new subscribers through this", Andy Kainz emphasizes.
The important outside view
What Nordsteg also brought in, and was perhaps one of the most important success factors, is the outside view.
"Andy Kainz is a successful entrepreneur because he wants to generate more revenue even during a crisis. At the same time, this thinking always carries the danger that you start acting too sales-oriented. With the funnel, for example, too much was expected from the customer too quickly at the start. To prevent such things, we are there", says Niki Fabjan.
The result:
"Recently we even reduced the budget in some areas.
But not because we fell short of expectations, but because the number of inquiries has reached a critical limit", says Niki Fabjan.
From social media advertising campaigns alone, the dance school currently receives on average 5-6 new contacts per day. "Thanks to Nordsteg, our newsletter, which we send to nearly 3,000
addresses, has gained significantly in attractiveness", Andy Kainz says.
Earlier it was much more extensive. At the same time, though, too little tailored to experienced dancers. That's why the content was optimized. The same applies to the blog, where posts are now deliberately split into multiple sections and posted without ads.
"We don't want to grow too fast. Top priority is that we can continue to support and serve our customers optimally.
Therefore: Yes. We really did hit the brakes on budget in some areas. Because even if things like the funnel work, we aren't yet at the point where we can take advantage of all the services that make sense.
We have to put every measure in relation to our revenue and are very careful here.
"At Nordsteg we also feel in good hands because we have never had the feeling of being pushed in a certain direction that we can no longer handle," says Andy Kainz.
What is clear, however: He will continue his path in the area of digitalization with Nordsteg.
"Anyone who wants to run professional online marketing is in excellent hands there", says Kainz.
